...., Generation Z). Design/methodology/approach It uses a mixed-method approach, combining structural equation modeling and chain mediation analyses based on survey data with thematic analysis of 21 in-depth interviews. Findings The study finds that general goals shape healthism, or one’s orientation...

... discourses of health and food dominant in marketing and consumer research. Each of the three discourses blends the ideology of healthism with market(ing) ideologies and provides a unique perspective on the meanings of health and health risks, the principles of appropriate consumer conduct and the role...